Are you preparing to launch a new product or service? Announcing a high rank management appointment? Declaring your financial results? Expanding to a new market, or going global? Whatever your next company announcement may be, depending on a press release may not be enough.

In today’s world, the medium through which the message is sent is just as important as the message itself. “The medium is the message.” This is not only a decision that determines whether you’re reaching your target audience very well, but is also an avenue to generate a buzz that will rank your company on the cutting edge of Public Relations.

Press releases are surely one medium, but the public are getting more segmented and scattered. One medium is not just enough. You have to find out where your audience will prefer to hear your announcement. Social media platforms in today’s world present better ways for companies to present their news. You have many options – you can post on your Facebook page or tweet on Twitter, or upload short videos Instagram, or in Youtube and so on.

Here are some tips on how you can create a ‘media moment’ for your next announcement:

Timing is crucial

While brainstorming cool means for an announcement, remember the focus of PR is your product – you need to be certain that your product is ready to be reviewed by the media and used by the end user. Your first impression with the media and your clients matters a lot. It’s important to ensure the announcement is something your audience will genuinely crave for, and that it achieves a measurable goal like – driving visibility or attracting investors.

Pick a platform

Once you’ve finalized the message, pick a platform to make the announcement effectively. You can check what other companies are doing, but don’t copy their strategies. A B2B company can make an announcement by doing it on LinkedIn vs. Facebook; if you have a tech-savvy young target audience, you might pick Instagram or Tumblr. And if your brand requires a demo, you can consider the industry fair or trade show.

Think out-of-the-box

For your publicity, remember – go above the rest, add a spark of creativity. What is recommended is adding a buzz worthy tweak to a marketing plan: combine trending technology into a virtual announcement or set up an interactive stage show at your tradeshow booth. Even direct mailers can be effective. Ask yourself the following, to judge whether your strategy has potential virality: If you saw it, would you be tempted to share it with others?

Spark off a conversation

Before making the noteworthy announcement, be certain that the audience is watching out for your news. Offer exclusives to some certain media and share hints on the company’s social media platforms. Once the publicity is made, sponsor posts on Facebook and Twitter for maximum visibility, and create a particular hashtag to follow up the conversation. It is important to monitor and respond in real-time, and if there is any type of backlash, handle it effectively.

Build on the momentum

Press releases can be kept till after the announcement, so that possible media outlets report on the buzz and then follow up with a statement from the company. Publish additional product details on the company website, release an in-depth demonstration on your YouTube channel, or publish a series of behind-the-scenes Instagram videos from the live announcement.